Funding & Pre-order

How to Create Targeted Ad Creative: Putting Together 5 Images and Reels

Important

와디즈

Last Updated: August 6, 2026

Don’t forget these essentials!

Understandhow to create ad creatives that Meta AI favors.
You can plan your own problem-based, feature-based, comparison-based, trust-based, and benefit-based ad creatives.
Learn how to boost ad performance by using images and Reels together.

Meta AI learns user reactions by comparing different types of content. Therefore, it’s recommended to prepare at least five pieces of content that differ in both format and content. Additionally, campaigns that combine images and videos have shown better results than those using only static images. In this article, we’ll explore how to categorize the five assets for your first campaign and what formats to use when creating them.

At a Glance — Key Metrics

Metrics	Figures	Meaning
Enhancing Performance Through Visually Distinctive Materials	32%	More effective than visually similar content (2%)
Recommended ratio for 9:16 videos with audio	20% or more	CPA was lower compared to content with a lower proportion
Cost savings when using Advantage+ ad placements	12% cost savings	This represents a savings compared to when ad placements are restricted
Purchase experience after watching Reels	79%	Based on responses from Reels viewers

* The figures above are based on data shared by Meta; actual results may vary depending on category, creative, and target audience.
* The Advantage+ placement is already enabled in the wadiz Ad Center, so makers do not need to take any additional action.

1. Why You Need to Prepare a Variety of Ad Creatives

Meta AI learns which creatives resonate best with which supporters by comparing creatives of various formats and content. Therefore, we recommend uploading at least five different ad creatives rather than running just one. Meta’s own resources also recommend using at least five ad creatives with different formats and content. According to these resources, creatives with high visual distinctiveness can boost performance by 32%, whereas visually similar creatives yielded only a 2%increase.

It’s also a good idea to prepare a variety of image formats. Campaigns that combined images and videos performed better than those using only static images. In particular, mixed-format campaigns that combine video and image assets outperformed single-format campaigns (images only or video only) in about 50% of cases.

2. Showcase the Same Product with Different Purchase Motivations

Meta recommends prioritizing the question “Why do people buy this product?” over factors like age or gender when planning ads.. Common purchase motivations include gifts, value for money, trust, and new experiences. Even for the same product, you can tailor the ad’s visuals and messaging based on which purchase motivation you emphasize. Meta explains that running creative assets with diverse concepts in this way helps AI identify and serve ads that are more relevant to each supporter.

Creating 5 Basic Ad Variations

Material Type	Supporter’s Purchase Motivation	Content to Display
Problem-solving	Want to resolve an inconvenience	Inconveniences before use and scenes showing their resolution
Feature Demonstration	I want to experience a new feature	The product in action
Comparison and Value-for-Money Type	I want to make a better choice	Differences from existing products; price and performance comparisons
Trust-Based	I want to make sure it’s truly reliable	Reviews, Testing, Certifications, and Development Process
Value-Oriented	I want to buy it at a better price right now	Early Bird Offers, Coupons, Limited Quantities

Even for the same product, the message can vary

For example, for a tumbler project, you could break it down as follows.

✍️ Sample Copy

Problem-Solving — If you’ve ever been frustrated by a tumbler that still smells like coffee even after washing it every day
Functional Demonstration — Show a video of pouring coffee onto the ceramic-coated surface and washing it
Comparison/Value-for-Money — Compare the differences in staining and cleaning between standard stainless steel and ceramic-coated surfaces
Trust-Building — Share results from a 30-day usage test and beta tester reviews
Benefit-Focused — 30% early bird discount for the first 100 customers on launch day

By presenting different reasons to buy, you can show ads tailored to different audiences.

3. Upload Images and Videos Together

Everyone consumes content differently. Some people quickly scan feed images, while others spend more time watching Stories or Reels videos. Therefore, relying on just one format could cause you to miss out on specific platforms and users. According to Meta data, ad sets that included a mix of 1:1 or 4:5 images, 1:1 or 4:5 videos, and 9:16 vertical videos with audio showed a lower cost per conversion.

When the proportion of 9:16 vertical videos with audio 20% or more, the CPA was lower than when the proportion was lower. Therefore, we recommend actively utilizing 9:16 vertical videos that include audio.

5 Recommended Combinations for Getting Started

Number	Format	Content
1	9:16 video with audio	Feature Demo
2	9:16 video with audio	Actual Use or Benefits
3	4:5 Image	Problem-solving
4	4:5 image	Comparison/Value-for-Money
5	1:1 image	Trust-Based

Keep exposure placements broad

Since users spend time on different platforms, it’s important to utilize a variety of ad placements rather than manually selecting only specific ones. According to the shared data, when using Advantage+ ad placements to keep all platforms open—rather than restricting placements to Facebook only—the cost per qualified lead was 12% lower than when exposure was restricted to specific platforms, such as “Facebook Only.” In other words, rather than selecting ad placements one by one, makers should focus on preparing a variety of images and videos that can be effectively used across each platform.

4. Three Fundamentals of Reels Videos

Data shows that over 60% of time spent on Facebook and Instagram is dedicated to watching videos, and more than 4.5 billion Reels are shared every day. Additionally, 79%reported having purchased a product or service after watching a Reel. Therefore, when creating five pieces of content, vertical videos should be viewed not as an option but as the primary format.

① 9:16 Vertical Aspect Ratio

Create your videos in a 9:16 aspect ratio so they fill the Reels and Story screens without any empty space. The recommended resolution is 1440x1800 pixels.

② Include Audio

Instead of just showing video, incorporate voice-over, sound effects, and background music. It’s a good idea to display key phrases as text so that viewers watching with the sound off can still understand.

③ Follow the safe area guidelines

Your account name, buttons, and captions may overlap at the top and bottom of the screen. Place important copy and products in the safe zone at the center of the screen.

+ Show the key message within the first 3 seconds

In video ads, the opening scene is the most important. Use the first 2 seconds to present a scene or line that grabs the viewer’s attention, and highlight the product’s biggest advantage within the first 3 seconds.

✍️ Writing Examples

"Do you find yourself repeating this same routine every day?"
"Installation takes just 3 seconds."
"Hear the difference in noise levels compared to standard products for yourself."
"95 beta testers were the first to try it out."

+ Elements to Include in Reels

Try incorporating at least one of the following: quick scene transitions, audio effects, text overlays, real people, product usage scenes, or before-and-after comparisons. Meta explains that these Reels-specific elements help reduce scroll-away rates and increase the likelihood of clicks and conversions.

5. Continuously Remix Your Content

Ad creative isn’t something you create once and forget about when you launch a campaign. Meta recommends an operational approach that continuously increases the volume and variety of your creative assets. However, you don’t need to shoot new footage every time. You can easily create new versions by modifying existing content.

Method 1: Change only the first 2 seconds

If you’ve created a main video, try making multiple versions by changing only the opening scene and the first line. For example, start with a provocative question, a key statistic, a demonstration scene, or a testimonial. This way, you can expand a single video into four test versions without having to shoot a new one.

Method 2: Change the Format

You can repurpose a single video for multiple platforms. By capturing the video’s strongest scene and adding key phrases and statistics, you can create 4:5 or 1:1 images. Conversely, by adding zoom and pan effects, text transitions, and audio to an image, you can turn it into a short 9:16 short-form video. If you shoot in 9:16 from the start and position key subjects in the center, you can easily convert the footage to 4:5 and 1:1 as well.

6. Tailor Your Message to Each Project Stage

Even if a product’s core benefits remain the same, the reasons why supporters should take action vary depending on the project stage.

Step	Key message to emphasize in the content
launching soon	Issues, Key Features, and Benefits of Signing Up for Notifications
Just Before Launch	Launch Date, Early Bird, Limited Quantity
First 3 Days After Launch	Current Funding Percentage, Actual Benefits, Call to Action (CTA)
Mid-Funding	Testimonials, usage scenarios, testing, and verification data
Closing Soon	End Date, Final Perks, Coupon Expiration

For example, even for the same feature demonstration video, the copy can vary depending on the project stage.

✍️ Writing Example

Launching soon — A ceramic tumbler that doesn’t absorb odors. Sign up for notifications to be among the first to get it.
Launch Day — Launching today. The first 100 customers will receive a 30% early-bird discount.
Mid-Funding — We’re sharing the cleaning results and user reviews verified by actual supporters.
Closing Soon — 3 days left until the funding ends. Limited-time benefits for this project will also end soon.

Final Checklist Before Registration

Aren’t you just reusing the same photo with different text?
Did you capture different reasons for buying?
Have you prepared both images and videos?
Do you have at least one 9:16 video that includes audio?
Did you stay within the safe area for vertical videos?
Do you capture viewers’ attention within the first 2 seconds and showcase your key benefits within 4 seconds?
Do you plan to remix high-performing content?
Have you tailored the copy to the project phase?

Frequently Asked Questions (FAQ)

Q. How many targeted ad creatives are recommended?

A. We recommend at least 5 different creatives. If it’s difficult to create 5 right away, you can start with at least 3, but it’s important to prepare creatives with different purchase motivations and formats rather than just changing the text on the same image.

Q. Is it okay to register only 5 images?

A. That’s possible, but mixed campaigns that use both images and videos have shown better results. If possible, be sure to also register 9:16 vertical videos that include audio.

Q. How many 9:16 vertical videos do I need?

A. The guidelines recommend that 9:16 vertical videos with audio make up at least 20% of your total creative assets. If you have five creatives, you’ll need at least one. Preparing about two is also a good way to thoroughly compare the performance of images and videos.

Q. What should I do if filming a video is difficult?

A. You can create short vertical videos by adding motion, text transitions, and audio to existing product images. Another option is to use GIFs from the product detail page or key scenes from existing product videos.

Q. If I upload the same video in multiple aspect ratios, are they considered different creatives?

A. While it’s true that you’re optimizing the format for the specific ad placement, if the purchase motivation and message remain the same, it’s hard to consider them completely different concepts. Try varying not just the format, but also the opening scene and key message.

Q. When should I replace my creatives?

A. Changing creatives too frequently before sufficient performance data has been accumulated can disrupt the algorithm’s learning process. First, monitor performance over a set period, and then systematically add new creatives when removing underperforming ones.

Try Setting Up Targeted Ads

A Quick Guide to Successful Targeted Advertising

Start with wadiz. Just Start on wadiz.
Everyone’s Start, Everyone’s Funding.

There's no previous post.

There's no next post.